Selling the JUBILEE Project: issues arising from a methodology
Keywords:market research, negative attitude, fieldwork practice
AbstractThis article, inspired by JUBILEE project fieldwork, is influenced by van Leeuwen and Leeuw's work on the growing negative attitude towards market research. While the JUBILEE team, as academic researchers, were not making a sales pitch, they were trying to sell the project to putative participants. Issues discussed include length - and degree of difficulty - of questionnaire; how to sell a questionnaire; and how to identify key prospects for interviews and focus groups. Through the experiences gained, the JUBILEE researchers were able to identify key points of good fieldwork practice in relation to the issues discussed.
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